When it comes to choosing the right ad monetization platform for your mobile application, you will come across two of the most popular platforms in the industry: AdMob and Google Ad Manager. Both are owned by Google; however, they operate on different levels of monetization maturity as well as complexity in their respective operations.
This is a very important distinction that you should keep in mind. Selecting an incorrect monetization platform may have an adverse impact on your potential earnings, impede you from testing new concepts, and only slow down your workflow. AdMob has proven to be the most effective option for early-stage startups, whereas GAM helps publishers who are ready to begin scaling.
What Is Google AdMob and When Should You Use It?
Designed specifically for app developers and their mobile advertising needs, Google AdMob offers an uncomplicated method to in-app ad monetization formats. AdMob can serve in many ways: from banner advertising to interstitials to rewarded advertising and native forms of advertising.
AdMob works with apps of any size but is particularly designed for those that are looking for an easy-to-use platform without a great deal of complexity in its functionality. AdMob also provides automatic optimization for app owners while providing limited mediation functionality and providing direct access to Google’s advertising demand.
Examples of app monetization with AdMob include:
- Early-stage apps with limited advertising resources
- Developers with little to no experience with advertising operations
- Developers needing a straightforward method to monetize their app
What Is Google Ad Manager (GAM) and Who Is It For?
Google Ad Manager (GAM) is a comprehensive advertising technology solution for publishers to effectively manage their advertising inventory and audience demand on an enterprise-level scale. In addition, GAM includes functionality to allow publishers to administer mediation between their ad networks, as well as facilitate header bidding and direct sales agreements between publishers and advertisers.
Google Ad Manager (GAM) is a great way to manage high-volume traffic. Additionally, GAM provides publishers with custom-priced options and helps them develop accurate forecasts, as well as allowing publishers to build stronger relationships with advertisers through more integrated networks.
AdMob vs GAM: Core Differences Explained
The key difference in the AdMob vs GAM comparison lies in control versus simplicity. AdMob emphasizes automation, while GAM prioritizes flexibility and scalability.
| Feature | AdMob | Google Ad Manager (GAM) |
| Setup Complexity | Low | High |
| Mediation Control | Basic | Advanced |
| Demand Sources | Limited | Extensive |
| Reporting Depth | Standard | Granular |
| Best For | Growing apps | Scaled publishers |
This strategic table helps clarify which platform aligns with your growth stage.
Which Is the Best In-App Mediation Platform?
Several factors affect which best in-app mediation platform you will select, including the technical resources, the scale of your application, and the revenue goals of the mobile application. Generally, AdMob is suitable for those types of applications with relatively low traffic. For example, applications that are highly complex and receive high traffic generally will do better with GAM mediation rather than AdMob mediation.
When it comes to generating millions of impressions per month, applications that are generating large volumes of impressions are usually better suited for GAM’s enhanced capabilities in terms of mediation than they are for AdMob’s automated mediation solution.
How a GAM Consultant Improves Monetization Outcomes
A GAM consultant’s expertise results in the configuration of Google Ad Manager to achieve the best possible results through the establishment of mediation waterfalls, line item management, demand partner integration, and policy compliance.
The complexity of GAM means that by working with an expert consultant, you can achieve significantly higher eCPM rates, greater fill rates, and lower operational risk than if you were to set up your account independently.
AdMob vs GAM in Real-World App Monetization Services
Professional monetization services generally utilize both AdMob and GAM together. Many developers begin with AdMob and migrate to using GAM as the app scales.
By employing this approach, developers benefit by continuing to use a simpler process initially while being prepared for more sophisticated monetization methods at a future date. Strategic planning allows for a migration from one monetization service to another without a disruption of existing revenues.
Common Mistakes When Choosing Between AdMob and GAM
The most common errors made when moving from AdMob to GAM include:
- Transitioning to GAM prior to achieving adequate scale.
- Remaining on AdMob too long and limiting potential revenue opportunities.
- Misconfigured Mediation.
- Ignoring compliance with policies set by either platform.
To avoid making the above-mentioned errors, advertisers should understand how both platforms operate and ensure that both platforms align with their advertising goals and objectives.
FAQ
- Can AdMob and GAM be used together?
Yes. Many apps use AdMob initially and integrate GAM later.
- Does GAM always generate more revenue?
Not always. GAM performs better at scale but requires expert setup.
- Do I need a GAM consultant?
A GAM consultant is recommended to avoid configuration errors and maximize revenue.
